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A broad overview of the marketing concept and process as it applies in tourism
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Tourism Enterprises - MarketingSupporting website
http://flickr.com/photos/chezjulia/148990573/
http://flickr.com/photos/chefranden/1020335644/
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MarketingSupporting website
What is Tourism Marketing?• Most people think it’s the same as
selling – the act of offering things for purchase
• What do you think it is?
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MarketingSupporting website
Marketing
• The process of creating, distributing, promoting and pricing goods, services and ideas to facilitate satisfying exchange relationships with clients in a dynamic environment.
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MarketingSupporting website
Marketing vs Selling
FactoryExistingproducts
Selling & Promoting
Profits through sales volume
Starting Point
MarketCustomerNeeds
IntegratedMarketing
Profits through customer satisfaction
Marketing Concept
Selling Concept
Focus Means Ends
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MarketingSupporting website
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MarketingSupporting website
Needs, Wants and Demands
• Clients choose the product whose benefits add up to the most satisfaction, given their wants and resources
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MarketingSupporting website
Process starts…..
• With the client• through the purchase of an organisation’s products; this is the focal point of all marketing activities
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MarketingSupporting website
Process Continues• Organisations define products not as what they
make or produce but what they do to make their customer happy
• What is Cadburys (Dunedin) product?• Service?
• Who is their target market?
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MarketingSupporting website
Lets apply the Concept to a product
• Airline ticket
• Identify who the consumers may be• Analyse their needs – features or models• Predict what type of attributes they may require
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MarketingSupporting website
Lets apply the Concept to a product
• Contiki Tour
• Estimate number who may want the product over several years and how many they will buy
• Determine how to access and service this market• Estimate the price consumers are willing to pay (will
you make a profit)
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MarketingSupporting website
Lets apply the Concept to a product
• Internet
• Decide what type of marketing communication should be used to inform potential customers
• Look at competitors product
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MarketingSupporting website
Marketing with a product
• Greenpeace
• Aims to sell an idea• Influence decision makers• Change people’s behaviour
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MarketingSupporting website
References
• Kotler Philip, Bowen John, Makens James. (1999) Marketing for Hospitality and Tourism 2nd edition. Prentice-Hall Inc. USA